There are times when I get myself in trouble because I minimize the details, and see only the Big Picture. One of those days was when one of our clients complained that his customers were complaining that his site didn’t work. He couldn’t figure out why and asked for help. Turned out that an advertisement originating from the third-party ad server was injecting HTML that caused his page to not render. It could have been worse. It could have been pr0n.
He bought service from us, we hosted the ad server, the ad agency sold inventory, and no one in the supply chain knew where the advertisements came from or who what they contained, or could predict what advertisements would show on which site. Now why would anyone let some anonymous fourth-party alter their work? Why would we make that possible?
Oh, we have to do that. We need the money from the advertisers.
XKCD may be talking about the current brouhaha in social media, but it’s always been exactly the way advertising works.